Essays about: "Business-to-Business brands"

Showing result 1 - 5 of 15 essays containing the words Business-to-Business brands.

1. 1. The different roles of a brand for purchasing reused materials in B2B

   University essay from Göteborgs universitet/Graduate School

   Author : Lisa Jodlovsky; Hanadi Secerovic; [2021-07-02]
   Keywords : Brands; business-to-business B2B ; circular economy; purchasing; reused materials; circular branding; construction industry;

   Abstract : There is a growing trend of circular economy within the B2B sector and limited research has been conducted regarding the role of the brand in this setting. This paper focuses on purchasing experiences of reused materials in the construction industry. READ MORE

3. 2. Business-to-signature-story-to-Business

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Erik Andrén; Therese Hermelin; Akankshya Mishra; [2021]
   Keywords : Explore; Signature stories; Business-to-Business brands; Storytelling; Intriguing; Authentic; Involving; Strategic Message.; Business and Economics;

   Abstract : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. READ MORE

4. 3. IT ALL STARTS FROM WITHIN : A multi-case study on internal branding

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Pauline Thurfjell; Johanna Bjärevall; [2018]
   Keywords : Internal Branding; Internal Communication; Living the Brand; Brand Commitment;

   Abstract : Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. READ MORE

5. 4. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Zierke; Chris Young; [2017]
   Keywords : Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

   Abstract : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. READ MORE

6. 5. Servitization Challenges : exploring the business-to-consumer context

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Jonas Broström; Jon Halvarsson; [2016]
   Keywords : Servitization; Service-Dominant Logic; Business-to-Consumer; Automobile sales;

   Abstract : Many firms are transitioning from being a classic goods-focused company to becoming a solutions provider, a phenomenon called servitization. Evolving towards a service focus entails several challenges that need to be addressed in order to benefit from the opportunities that servitization entails. READ MORE